Dimassyah, Fernanda Choirul and , Surya Jatmika, S.Pd., M.Pd (2023) Pengaruh Store Athmosphere, Kualitas Produk, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Batik Demung Madiun. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the effect of store atmosphere, product quality, electronic word of mouth on the purchasing decision of Demur Madiun batik. This research method uses a quantitative method with a correlation research design. The population in this study were 141 consumers with a total sample of 104 respondents obtained through a sampling formula with a level of 5%. Data analysis techniques using multiple linear regression analysis, t test, f test, coefficient of determination, effective contribution and relative contribution. The results of the analysis show that: 1) store atmosphere has no effect on purchasing decisions with evidence from the results of the tcount < ttable test, namely -1.145 <1.659 with a significance value of > 0.05, namely 2.225, 2) product quality affects purchasing decisions with evidence from the results ttest > ttable, namely 14.034 > 1.659 with a significance value <0.05, namely 0.000, 3) electronic word of mouth has no effect on purchasing decisions with evidence from the results of the tcount <ttable test, namely -.2770 <1.659 with a significance value > 0. 05, namely 0.070, and 4) store atmosphere, product quality, and electronic word of mouth simultaneously influence purchasing decisions. The coefficient of determination (R2) shows that store atmosphere, product quality, and electronic word of mouth have an effect on purchasing decisions of 87.9%, while 12.1 is influenced by other variables not examined.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Store atmosphere, kualitas produk, electronic word of mouth, keputusan pembelian |
| Subjects: | L Education > LC Special aspects of education > LC5301 Economic Education |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi |
| Depositing User: | FERNANDA CHOIRUL DIMASSYAH |
| Date Deposited: | 15 Feb 2023 20:24 |
| Last Modified: | 15 Feb 2023 20:24 |
| URI: | http://eprints.ums.ac.id/id/eprint/109403 |
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